Feedvisor-2019年亚马逊消费者购物研究报告（英文）-2019.3-33页.pdf

The 2019 Amazon Consumer Behavior ReportBased on a Survey of 2,000+ U.S. Consumers每日免费阅读行业报告1、每日星球内分享10+精品报告；2、不定时分享国际投行报告，脱水研报等；3、行业报告均为公开内容，版权归原作者所有，星球仅分享内部学习。扫描右侧二维码即刻加入【行业报告（免费） 】星球（此页只为更多需要行业报告的朋友提供便利，希望不会影响您的阅读，谢谢理解！）2© FEEDVISORThe retail industry has undergone a significant transformation over the past decade, largely due to the disruptive force commonly referred to as the “Amazon Effect.” By the end of 2019, Amazon is projected to see its share of the total U.S. e-commerce market reach 52.4%, up from 48% in 2018, and is responsible for more than five percent of all combined U.S. offline and online sales, according to eMarketer.1,2Staying at the forefront of constant shifts in demographics, attitudes, and consumer preferences, as well of ongoing advancements in technology, Amazon understands the emerging expectations and needs of its customers. It is this maniacal focus on consumer experience that continues to propel Amazon forward and shape the dynamic nature of not only the platform itself, but the greater e-commerce ecosystem. By continuing its commitment to a seamless and easy-to-navigate interface, increasing access to quality brands, leveraging AI to monitor trends and enable personalized suggestions in the form of relevant organic and paid advertising, driving price value, and offering programs that set industry standards — such as Prime membership did for rapid delivery — Amazon is constantly evolving to anticipate and fulfill the needs of its customers.IntroductionAs a result, the challenge increases for retailers and brands who operate across the Amazon platform. Its continual expansion, dynamic nature, and growing complexity requires retailers and brands to constantly evaluate and implement new ways to differentiate themselves amidst an increasingly saturated market and ultimately deliver on the expectations of today’s connected consumers. The 2019 Amazon Consumer Behavior Report provides a detailed view into the browsing and buying habits of more than 2,000 U.S. consumers who have shopped on Amazon in the last two years. Consumers were asked about their shopping frequency and motivations, preferences across product search and purchasing, perceptions of ads and private label brands on Amazon, Prime membership status, plans for online shopping events such as Prime Day and Cyber Monday, and more.Through these compelling new insights, retailers and brands can gain a pulse on consumer behaviors, wants, and needs, and garner actionable strategies to effectively utilize Amazon to inform and generate high-value opportunities for the future.This poll was conducted by Zogby Analytics on behalf of Feedvisor. It was distributed online from February 14-17, 2019, among a sample of 2,000+ U.S. adults who have purchased a product on Amazon in the last 24 months. Results from the full survey have a margin of error of plus or minus 2.2 percentage points. All numbers have been rounded to the nearest percent.Dani NadelPresident and Chief Operating Officer, Feedvisor3© FEEDVISOROver 1/3 of Consumers Buy Online Weekly or More OftenOver the last few years, retail culture has evolved according to the ever-increasing dominance of e-commerce. The survey revealed that more than half of consumers (58%) buy products online at least once every few weeks, with nearly one-fifth (18%) making online purchases at least a few times a week. Prime Members Are Still a Critical Audience to ReachOf the consumers who belong to Amazon Prime, Amazon’s subscription program, nearly half (48%) buy products online once a week or more frequently and nearly three-quarters (74%) shop online at least every few weeks. Additionally, more than one-third (37%) of the consumers who are not Prime members shop online just a few times a year, revealing that Prime members tend to shop more frequently than their non-Prime counterparts. At the end of last year, Prime membership reached an important milestone, gaining more than 100 million subscribers in the United States.1 Only 12% of Prime members buy products online several times a year or more rarely, so as Amazon continues to expand its Prime offering and associated benefits on an ongoing basis, it is likely that Prime members will continue to be highly active online consumers.How Often Amazon Prime Members Buy Products OnlineHow Often Consumers Buy Products Online5% 13% 16% 24% 17% 21% 4% Daily/Almost Every Day A Few Times a Week Once a Week/Weekly Every Few Weeks Once a Month/Monthly Every Few Months/Several Times a Year Rarely 1Fortune26% 37%7% 20% 21% 14% 11% 1% 2% 3% 8% 21% 22% 8% Daily/Almost Every Day A Few Times a Week Once a Week/Weekly Every Few Weeks Once a Month/Monthly Every Few Months/Several Times a Year Rarely Prime Members Non-Prime Members 26% 37%7% 20% 21% 14% 11% 1% 2% 3% 8% 21% 22% 8% Daily/Almost Every Day A Few Times a Week Once a Week/Weekly Every Few Weeks Once a Month/Monthly Every Few Months/Several Times a Year Rarely Prime Members Non-Prime Members 4© FEEDVISORYounge...